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The Librarian’s Nitty-Gritty Guide to Content Marketing Workshop

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The Librarian’s Nitty-Gritty Guide to Content Marketing Workshop

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The Librarian’s Nitty-Gritty Guide to Content Marketing Workshop

  1. 1. Online Content Marketing & Strategy: Getting Started, Making It Better Laura Solomon @laurasolomon
  2. 2. Agenda Here’s what’s on today’s docket: Or fail. Shift your thinking What is content marketing, and why you should be implementing it. What and why What do you need to plan to do? The planning stages Make the most of what you create Thinking outside (one) box
  3. 3. Shift your thinking… Or you’re gonna fail. No, really. Shift your thinking… Or you’re gonna fail. No, really.
  4. 4. Talking turkey vultures Getting inner-city kids to care
  5. 5. What’s actually relevant? Be useful. Will I get a better job? Will that new database create the citations for me? Can I more easily reserve a quiet study room? Will my house sell faster, or for more money? . Will my child gain important literacy skills? . Will I finally get “Excel?”.
  6. 6. Jay Bauer "Youtility is marketing upside down. Instead of marketing that's needed by companies, Youtility is marketing that's wanted by customers. Youtility is massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers.” “Youtility”
  7. 7. Just telling people about your stuff isn’t enough Effectiveness is about the payoff
  8. 8. Make the leap From promotional to useful
  9. 9. What and why What is content marketing, and why you should be implementing it.
  10. 10. Anything that tells your story. What is content marketing,anyway? Blog posts Videos Images Tweets Pretty much anything else online
  11. 11. “So, basically it’s marketing that doesn’t suck. In fact, it is marketing that is helpful to its audience.  “ --Garrett Moon CoSchedule Co-Founder
  12. 12. Gotta have/do these things: Strategic Relevant Targeted Consistent Goals What makes it effective?
  13. 13. This is what you’re probably used to
  14. 14. New questions you should be asking 01Why does this make the library valuable to the chosen community or audience? 02Was this designed to meet a targeted audience’s need? 03Where can this content best serve people at their point of need?
  15. 15. The cost of ongoing failure ACQUIRED REP FOR USELESSNESS NO PERCEIVED VALUE OF LIBRARY LACK OF INTEREST/TRUST
  16. 16. What’s the difference? Content marketing is RELEVANT Information ISN’T
  17. 17. “Content shock” 500% INCREASE OVER FIVE YEARS
  18. 18. The planning stages What you need to plan to do
  19. 19. The basics FIGURE OUT TARGET AUDIENCE(S) CREATE PERSONAS CREATE EDITORIAL CALENDAR PUBLISH 1 2 3 4
  20. 20. Your audience isn’t everyone
  21. 21. Figuring out audiences CREATE EDITORIAL CALENDAR PUBLISH Who is your target market? Is there more than one? (Probably) Time to do some research No, you can’t skip this step
  22. 22. Personas, not roles • What are their needs? • What are their wants? • What are their interests? • What are their pain points? • What emotions can you appeal to?
  23. 23. Examples of personas •Busy two-parent working families who need convenience •Teens that need somewhere to escape to •Older adults looking for valuable ways to spend their time
  24. 24. Clusters (OrangeBoy) • Occasionals • Cardholders • Read, but not a lot • Visit library infrequently • Library competes for their business with on-line stores, and local bookshops • Dependables • Visit the library a few times a month • Enjoy books, DVDs, programs and everything else the library has to offer • Place holds via the online catalog • Can be found browsing shelves for additional materials after they pick up their holds • They almost always use the library as their sole source for materials they enjoy
  25. 25. Free persona templates •Hubspot (http://offers.hubspot.com/free- template-creating-buyer-personas) •Person.app (http://personapp.io/ )
  26. 26. Create an editorial calendar
  27. 27. What are the benefits? • Provide a place to generate post ideas and key topics. • Assign writing and other editorial tasks to key members of your team. • Create a publishing schedule that helps you maintain a consistent presence. • Allow you to make in-process adjustments with drag-and-drop ease. • Visualize your marketing strategy in a way that everyone can understand. • Act as a communication point to team members. http://coschedule.com/blog/content-marketing-editorial-calendar/
  28. 28. http://www.pammarketingnut.com/2014/01/content-marketing-editorial-calendar-template-2014/
  29. 29. Two rules to make your calendar rule
  30. 30. 1. One calendar to rule them all One calendar. That’s it. No more. Really, I mean it.
  31. 31. 2. Include social sharing on your calendar
  32. 32. http://www.convinceandconvert.com/content-marketing/improve-editorial-calendar/
  33. 33. Free editorial calendar templates •CoSchedule (http://coschedule.com/editorial- calendar-template) •HubSpot (http://offers.hubspot.com/blog-editorial- calendar ) •A whole Pinterest board of editorial calendars and related items (https://www.pinterest.com/scrappinmichele/editor ial-calendar/ )
  34. 34. Making publishing better
  35. 35. Tell a story “People think in stories, not in statistics.” --Arianna Huffington, The Huffington Post
  36. 36. Nielsen Library at Adams State University Alamosa, CO · adams.edu/library
  37. 37. Switch things up
  38. 38. Follow the 30-70 rule 30% 70% 30% PROMOTIONAL 70% ENGAGING This stuff isn’t about your stuff.
  39. 39. Checklist (http://www.convinceandconvert.com/content-marketing/publishing-checklist/ ) • Is my title effective? • Does my content have a main takeaway? • What is the CTA? • Is my content useful? • Is my content error-free? • Is my content visually interesting, or is it a wall of text? • Did I include images?
  40. 40. Cross-platform strategy Create once and re-purpose
  41. 41. Re-purposing content is more than just reposting content.
  42. 42. Take your blog post and… •Make a picture or infographic for Pinterest •Add hashtags for Twitter and Instagram •Does the title make sense as a tweet? •Create a teaser and post to Facebook •Etc. •(And do this more than once!)
  43. 43. The big take-aways
  44. 44. Remember: MOVE BEYOND PROMOTION AND GET USEFUL FIGURE OUT WHO YOU’RE REALLY TALKING TO PLAN AHEAD, NO EXCUSES RE-PURPOSE, DON’T RE-POST 1 2 3 4
  45. 45. Keep in Touch Laura Solomon laura@designforthelittleguy.com @laurasolomon www.meanlaura.com facebook.com/meanlaura

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